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b2bmarketing.net
Plotting your route to success:
The 5 Key Elements of ABM
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Mary-Anne Baldwin, Head of Content, B2B Marketing Andy Bacon, Lead ABM Advisor, Head-Start, B2B Marketing
Plotting your route to success:
The 5 Key Elements of ABM
Mary-Anne Baldwin, Head of Content, B2B Marketing Andy Bacon, Lead ABM Advisor, Head-Start, B2B Marketing
› MODEL
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› Data & Insight graph – 86% are struggling
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Data & Insight
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Company information
• Business model
• Geography
• Size and market share
• Vertical
• Financial results
• Strategic priorities
• Challenges and opportunities
• Business culture
• Industry trends
DMU information
• Organisational structure
• Size of its DMU
• DMU members
• Key influencers
• Purchase intent
• Purchase history
Individual target
information
• Job role & tenure
• Reporting line
• Business/career challenges
• Personal interest, goals &
drivers
• Personality type
• Preferred channel of
engagement
Essential data & insight per account
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Essential data & insight: One-to-one
MODEL
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› Most using it to targets new accounts
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Account definition
Advice on account
selection
• Protect and grow your
existing accounts
• Use strategic one-to-
one ABM
• Know your accounts
as well as sales do
What’s the main aim of your ABM programme?
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Advice on alignment
• Any struggles with ABM look first at
your alignment with sales
• Don’t mistake friendliness for
alignment
• You need clear objectives & shared
responsibility
• ABM is what marketing & sales
achieve together
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Advice on Programme &
Content Execution • You don’t have to perfect
everything before you deliver
ABM – it can be a way to
source more customer intel
• Don’t be overwhelmed by
what others are achieving
through ABM
• Make ABM work for you
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Advice
Consider your existing account pool – have you chosen too many, or those that are
too hard to reach?
Go back to basics with your CRM and ask how effectively it’s being used. Do you
need to upgrade, offer training or incentives?
Take an honest assessment of your relationship with sales and in turn their
relationship with your chosen accounts.
If you come unstuck elsewhere – go back to our ABM Competency Model, or speak
to us!
Take outs:
How to nail those 5 Elements of ABM
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